To ask the Secretary of State for Health
(1) what guidance her Department provides regarding the prevention of skin cancer caused by over-exposure to the sun;
(2) how much has been spent by her Department on (a) advertisements and (b) materials to educate individuals on the effects of over-exposure to the sun.
In 2003–04, the United Kingdom health departments provided £400,000 funding to Cancer Research UK to run the SunSmart" sun awareness campaign from 2003–04 for an initial three year period. The campaign aims to raise awareness of skin cancer, the symptoms to look out for and the simple steps on how to prevent it. Posters and information cards have been distributed to health professionals, all general practitioners' surgeries and schools, to reach as many people as possible with the five point SunSmart" message:
Stay in the shade between 11.00 am. and 3 pm.
Make sure you never burn
Always cover up
Remember to take extra care with children
Then use factor 15+ sunscreen
SunSmart" encourages people to protect themselves in the sun, thereby reducing their risk of skin cancer. This public education approach using primary care stakeholders has been very successful in Australia, where changes in attitude towards sun exposure and symptom recognition have reduced skin cancer mortality.
The SunSmart" campaign works primarily through the distribution of materials, public relations and strategy development, underpinned by research to provide an evidence base.
As Cancer Research UK does not use paid advertising in newsletters or papers as a primary communication tool, costs reflect activities such as promotional merchandise, web presence, sun awareness week activities, purchasing of distribution opportunities and conference presence. Estimates of the value of the coverage and reach generated by the campaign in 2004 are as follows:
Number of articles generated: 932
This is an increase of 485 articles—more than double that generated in 2003
76 per cent. of all United Kingdom adults were reached
The advertising equivalent rate is £6, 687,296
494 million people with an opportunity to see
Reach stayed the same as 2003 at 76 per cent.
Frequency of message increased from 10.4 to 13.9 per adult
The above does not include reach of free resource materials, but to print and radio coverage at nil cost.
Costs of materials include components for their development and design, printing, storage and distribution. Other costs relate to staff, including on costs, are shown in the table.
|Total contract||Staff costs||Advertising and promotion||Materials|
|2006–07||180,000||Unbudgeted at this stage|